The Billboard 1911-03-25: Vol 23 Iss 12 (1911-03-25)

MARCH 25, 1911. The Billboard : §1 __ LS SPECIAL! e ® Ever since the first outbreak, we have had representatives at the Mexican Revolution! points wf interest. Mr. I. W. Ullman, having spent thirty days as @ guest of both President Diaz and General Lorenzo Torres, while Mr. H. Revier has been, and is, at the present time, at the front, as guest of the Rebel General Pasquel Orozco. We will shortly place on the market a series of authentic films, which for historic and graphic value, have probably never been equaled. The Columbia Film Company, having been under contract with the Mex ican Government for the past six months, was enabled to obtain the United States rights to the use of those negatives made by Mr. Ullman. es New York Salt Lake City Washington Milan London Rome Paris Any article of merit properly advertised can be made the basis of success ; the party controlling the article so advertised will reap the profits. 3 ; MR. EXHIBITOR: ‘ Se ae ae The basis of an amusement enterprise is controlled novelty. Viewed from any standpoint, the success of your enterprise is dependent upon the method of putting the novelty before the public. In plain English, you can not rob the novelty of its novelty and sell the carcass to the public as entertainment. We are talking to thousands of exhibitors who are buying film service daily. If it were possible for us to meet you face to face and talk this thing over, we should never select the pages of a trade journal for the purpose. } ' i : From the very instant you recognized that novelty was the main spring of your enterprise, you have been clamoring for a protected program. In this hopeless quest you have been lured by promises from one Exchange to another. You have been clamoring, complaining, contending, knocking, always seeking, but never finding. In your disappointment you have gauged the public protest which is shown by smaller receipts at the box office as chargeable to everything and everybody. One day you blame it on the cold, another day you blame it on the rain, still another day you blame it on the pictures, still another day you blame it on the heat, then you blame it on the operator, then the singer, and next on the piano player, then the cashier, then the ticket taker, then the usher, and finally after running the gamut of every conceivable impossibility, you wake up to the fact that your real trouble is the impracticability of featuring your program; that is to say, forcible illumined, comprehensive, direct advertising to reach the public is impossible to you for fear that your competitor will rob you of the fruits of your advertising. You are thus forced to continue your business on the hit and miss principle, hoping that the public will stumble into your house, and trusting that these stumblings will be so numerous that a successful business may be built up therefrom. You find your house running behind ; neither you nor your co npetitor able to make money, both suffering from the same condition, attempting to exhibit a novelty, while in reality you are exhibiting a carcass. As an amusement enterprise, you need novelties, you must feature such novelty. You realize this, but alas. you are unable to make it effective. The National Film Mfg. & Leasing Compahy comes into the field to fill this need. It is the only program which makes the featuring of your program possible, exclusive service, protective service, and service which gives you sufficient advance information to enable you to place your program properly before the public without fear of losing control of your novelties. The only possible way of turning an inanimate thing into a living issue, is by force of publicity. STAR FEATURES of the NATIONAL EXCLUSIVE PROGRAM: WEEK BEGINNING MARCH 13 WEEK BEGINNING MARCH 20 Madam Cherry Mystery of the Ranch Terror of the Plains The Senator Missing Heiress Utes Defiance The Breach Virginia Colonel The White Mustang Spotted Tail’s Arrow On the Potomac = Jim, the Rustler Other Star Features To Follow Each Week. National Film Manufacturing & Leasing Co. (INC.) 12 East Fifteenth Street, + $F SEND YOUR NAME FOR A COPY OF THE ‘NATIONAL IDEA,” ; OT irae aiid A A EE EAST siiaeneeiaeinenaamaaiaadai ieeeeieioan — &i*. New York City, U.S.A...